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Sunday, May 29, 2022

Tanduay concludes UK distribution agreement with Emporia Brands

Emporia Brands is an award-winning premium spirits importer, distributor and innovator. The family-owned business has won the International Wine and Spirits Competition (IWSC) “Spirits Importer of the Year” three times.

“We are very excited to welcome Tanduay into our portfolio of premium spirits and to share the liquids of the number one rum producer worldwide with our customers for the first time,” he said. Jack RackhamManaging Director of Emporia Brands.

He noted that there is a clear market trend to “drink less but better quality spirits” as consumers become more aware and involved in the origin and manufacture of the brands they choose to drink.

“If you have a well-meaning spirit with a sincere story, it will always be well received,” Rackham said. “Being able to bring a spicy rum to market by using such a high quality base rum that is expertly faithful to local spices is very exciting.”

Tanduay uses sugarcane from the Philippines’ in Bacolod to manufacture his award-winning rums. The brand has its own distilleries, and is known for its professional aging expertise.

“Consumers and trade are looking for brands with origins, transparency, green credentials and a real point of difference, especially in the rum industry, and with Tanduay owning the entire production process from sugarcane estate, to mills, to distillery, to warehouses, to the bottling hall, they have these credentials in bucket loads, ”he said. Donald McLellanTanduay Sales Director and Business Development Manager in Europe.

Tanduay has created a range of silver, gold and double rums in custom Asian-inspired bottle packaging to celebrate the rich diversity, passion and beauty of its roots.

“With its unique Asian look and feel, Tanduay takes the consumer on a journey into the East that opens up a world of spice, wealth and warmth,” McLellan said.

Asked about his potential in the UK market, Rackham said Tanduay has opportunities for home dumping throughout the store and is becoming a “bartender’s brand.” It will also help educate and define what Asian rum is for UK customers, and introduce innovation in cocktails such as the tropical tiki.

Emporia Brands will make Tanduay available across the UK, through its online, on-trade, off-trade, and cash-and-carry channels. It will initially be introduced in London, Birmingham, Manchesterand Edinburgh by a key activation event

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